Frontier Airlines Takes Shot at Southwest With Free Perks Promo

Posted on: March 19, 2025, 12:53h. 

Last updated on: March 19, 2025, 03:41h.

Devin O'Connor @CasinoorgDevinO Read More
Expertise: Asia Pacific Gaming, Commercial Gaming, Legislation, Politics.
  • Southwest will soon charge for checked bags and is ending its open-seating policy
  • Frontier is running a promotion with Southwest’s longtime perks
  • Southwest is the largest airline in Las Vegas

Frontier Airlines is hoping to take some of Southwest’s Las Vegas business, with the latter low-cost carrier currently responsible for bringing the most guests into Southern Nevada via Harry Reid International Airport.

Frontier Airlines Las Vegas Southwest
A Frontier Airlines plane takes off at Harry Reid International with MGM Grand and Vdara in the distance on Oct. 14, 2024. Frontier is hoping to capitalize off Southwest’s decision to end free checked bags, open seating, and no change fees. (Image: Shutterstock)

Reservations booked or changed on Southwest on or after May 28 will have checked baggage fees applied. The removal of the airline’s staple draw, along with open seating and fliers being allowed to switch flights without change fees, comes amid mounting investor pressure.

For more than 50 years, Southwest allowed customers to check bags for free. That will soon be no more, largely because of Elliott Investment Management, a major shareholder that forced the Dallas-based airline to raise profits by charging for bags and seat assignments.

Seeing a market share acquisition opportunity, Frontier announced this week that all reservations booked until 11:59 pm ET on March 24, 2025, will receive a free carry-on bag, a free seat assignment, and free flight changes. Additionally, customers will receive a free checked bag for flights departing between May 28 through Aug. 18 with the promo code “FREEBAG.”

Frontier reps added that if the promo significantly increases bookings, “We might just make it permanent.”

Las Vegas Airlines 

Harry Reid International served a record 58.4 million arriving and departing passengers in 2024. Southwest accounted for 21.6 million travelers. Rounding out the top five Las Vegas airlines were Spirit (8 million), Delta (5.3 million), American (4.5 million), and United (4.3 million).

Frontier was sixth at just shy of four million passengers in and out of Las Vegas. Frontier’s traffic at the US gambling capital dropped 11.5% in 2024, while Southwest increased its number of seats filled by almost 4%.

Frontier is certainly seizing on Southwest’s decision to do away with its legendary perks that made the airline the most successful ultra-low-cost carrier in US aviation history. Frontier says its latest promotion “is true LOVE.” Southwest’s stock symbol is “LUV.” Southwest’s headquarters are at Love Field in Dallas.

Some airlines have changed. They’ve raised fees, taken away perks, and made travel feel like a one-sided relationship. If your airline is treating you like an afterthought, maybe it’s time to file for divorce,” the Frontier Airlines website reads of the “This is True Love” promotion.

“Frontier is here for the rebound, offering a fresh start with an unbeatable deal,” the promo concludes.

Harry Reid International was formerly McCarran in honor of Nevada’s longtime US Sen. Pat McCarran (D). It was renamed in 2021 to recognize the contributions of another longtime Silver State congressman, US Sen. Harry Reid (D). 

Southwest Turbulence 

Southwest’s fortunes began changing in early 2019.  

Southwest’s reliance on the Boeing 737 aircraft presented problems when Boeing’s 737 MAX was grounded in March 2019 after two crashes killed 346 people. When the FAA ordered the 737 MAX to stop flying, Southwest had taken delivery on more than 200 Boeing 737 MAX aircraft.

Southwest’s problems worsened in December 2022 when its holiday meltdown exposed the airline’s severely outdated employee scheduling system.